Q. Illustrate the Features of Advertisement?
1) Paid form:- Advertisement is certainly not free of cost. The company has to formulate the payment to the media used for advertisement. The payment is able to be large can be small depending upon media-circulation type/nature of media & media popularity. Payment to media is as well depend upon the time when ad is shown instance if ad is shown in prime time or along with popular serial then its cost will be more. If ad is given on newspaper or else magazine then payment is made on the basis of space taken & in case of TV the payment is taken on the basis of time taken by ad.
2) Non personal:- In the advertisement there is no face-to-face communication. Here message is broadcasted through mass media like newspaper, magazines, TV, radio, internet and so on because of non personal feature immediate feedback from audience isn't possible and message cannot be adjusted or changed according to the reaction of target audience.
3) Identified Sponsor:- The supporters of advertisement is the advertiser. Identified sponsor me as well as that the producer or the seller who advertise the product must be known through the advertised message. In a few cases both the brand name are specified in advertisement while in other cases merely brand name is mentioned in the advertisement. If in any communication neither rear no brand or company can be identified. Subsequently such communication isn't an advertisement even if it uses mass media.
4) Any form: - Advertising is able to be used to create image Presence for a company or brand. For this whichever form of presentation can be used, it can be in the form of a symbol, message, sign, TV, pamphlet, banners and sky balloons etc.
5) Services, Goods and Ideas: - Advertisement is to persuade, inform and remind the prospective buyers/users about products or services however sometimes ideas may be advertised. For example Idea of eye donation and blood donation etc are also advertised.
6) Can be used by any organisation: - Advertising is able to be used by any type of organization. It is complete by commercial and charitable organizations. Political as well as non political organizations or groups and individual. Therefore any type of organisation can take services of advertising.
7) Speedy Communication: - Advertising is the best mode of communicating with the target audience. This method is fastest afterwards personal selling as here information can be passed to laces of consumers at one point of time. For instance if a company has to give some urgent message to the public afterwards by releasing the ad in next day's newspaper company can communicate the massage to laces of people in one day only.
8) Mass Communicating: - Mass communication signifies communication with a large group of persons at the same time. Media like newspaper, magazines, television and websites pass on information. To the thousands as well as lakhs of persons at the same time.
9) Advertising is an art: - For the reason that the creative function of advertising very much depends upon the creativity of an individual who design the ad. The creation is comprises the appeal design, message design, layout and use of pictures etc. it is skill of advertising on which the success or failure of advertising campaign depends so advertising is an art.
10) Advertising is not exact science: - Sales is effected by a number of factors such as product features, consumer taste, competition, price level and stages of business cycle. Principles of advertising aren't as exact as the principle of physical science. Therefore advertising is not exact science.
11) An Important Element of Promotion Mix: - Advertising is an significant element of promotion mix along with personal selling, sales promotion and publicity. Advertising is the means of mass communication while personal selling is face-to-Face communication.
12) Motivate and inspires:- Advertising bear message which motivates and inspires customers to purchase a particular product. The ad message is persuasive as well as informative enough to motivate potential customers.
13) Controlled:- The time, message, place of advertisement is controlled by the sponsor to make advertisement effective. The selection of media is cautiously done to achieve the desired results in economic ways.